October 11, 2011

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What We Can Learn from Old Spice

The idea must have sounded ridiculous at first. “Let’s get the Old Spice guy to answer random questions from people on YouTube. It’ll be huge!”

Social media doubters take note: it was huge. So huge, in fact, that Google CFO Patrick Pichette described it as ” a glimpse of where the world is going,” according to techcrunch.com.

readwriteweb.com has a fantastic insight into how the campaign was created, but the idea really was as simple as putting actor Isaiah Mustafa in front of a camera and having him answer questions as the hyper-macho “Old Spice man” character. In the few days the campaign ran, these 180+ videos were viewed 5.9 million times, mashable.com reports.

So what can real estate marketers learn from this campaign? Probably the biggest lesson is that a sense of humour will bring you a lot closer to your audience - the main reason people are watching these videos is that they simply want a chance to have a giggle.

Can’t think of anything funny to say about real estate? Then take another leaf from the Old Spice strategy book and target the influencers.

Iain Tait, the creative director who led the campaign, told readwriteweb.com that the process of choosing which comments to respond to was extremely calculated. “We’re looking at who’s written those comments, what their influence is and what comments have the most potential for helping us create new content,” Tait explains.

This is a tactic anyone with a grasp of social media can employ. It might feel good to have over 1,000 Twitter followers, but how many of them have an influence on their own followers? Tap into the right networks, and you’ll ensure your content doesn’t simply end up in a closed loop.

Of course, we’ll give the final word on this campaign to Old Spice himself:


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